Kaufland's Marketplace Heads to Spain and Netherlands

Kaufland will open its online marketplace in Spain and the Netherlands by the end of the summer, the German retailer said. The expansion brings the network to nine countries and marks the next step in a push that began with the marketplace's 2021 launch in Germany.

Sellers can register for the two new markets immediately. One enrollment gives access to all Kaufland marketplaces, a setup designed to simplify cross-border selling. The company provides translation tools for product listings, customer inquiries, and legal documents. It also offers first-line customer service in local languages and handles payment processing in local currencies.

Kaufland is a hypermarket chain owned by the Schwarz Group, which also controls Lidl. The group operates roughly 1,600 physical stores across eight countries. The marketplace model started in Germany and expanded into Slovakia, the Czech Republic, Austria, and Poland before last year's entries into France and Italy.

In Germany, Kaufland's marketplace now draws 32 million monthly visitors across over 45 million products in 6,400 categories, the company said. In Austria, marketplace revenue rose 439% compared with 2025. Poland posted a 322% increase over the same period. Both marketplaces are about two years old.

The growth numbers reflect a network gaining traction against incumbents like Amazon and local players. For a small or mid-sized merchant, the value is clear: one integration opens nine country-specific storefronts without the usual compliance and language overhead.

Kaufland already has a physical footprint in both new markets. The Netherlands has 57 Kaufland hypermarkets. Spain has 46. The marketplace plugs into that existing brand traffic, reducing the need for heavy marketing spend or warehouse buildout.

The company estimates its current addressable audience at 139 million online consumers. With Spain and the Netherlands added, the potential reach grows to 220 million, Kaufland said. That figure roughly equals the combined populations of Germany, France, Italy, Spain, and the Netherlands.

Expanding two additional country operations in a single quarter tests the support, translation, and payment layers. Kaufland has not disclosed how many third-party sellers currently use the platform. That makes it difficult to assess how quickly the expanded network will attract supply. The Austria and Poland results suggest the model works when localisation is done correctly.

The next test will be seller adoption in markets where Amazon and bol.com have deep roots. For merchants already selling on Kaufland in Germany, Austria or Poland, the registration process is identical. New sellers can enroll via the Kaufland marketplace portal. The company expects the Spanish and Dutch storefronts to go live by late August or early September. It did not give exact dates.